Wil explains that, while twice as many Norwegians shop online, the country’s supermarket chains have not given consumers enough opportunity to buy food over the internet.

Explaining what consumers should expect from supermarkets, Wil says: “Not everyone wants to have goods delivered to their home. Many would like to pick them up from the store, on their way home from work. They just don’t want to have to walk around with the shopping trolley themselves.”

Wil explains the consequences for Norwegian supermarkets if they fail to introduce online shopping: “If Norwegian supermarket chains do not rethink their approach, within a few years we will either have a foreign player providing this service in Norway or one company, whose strengths are in distribution, will take over the market.”

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